Axel arigato
— MAKE EVERY STEP COUNT
Background
Studies show that reaching 300 wears is the critical milestone to eliminate the fast-fashion cycle of disposable footwear. Based on an average of 7,000 daily steps, this translates to 2,100,000 steps to offset a shoe's production footprint.
Problem
Gen Z is often called the most digitally connected generation, yet the loneliest. Studies show they deeply crave real-life (IRL) experiences and tangible connections, but modern culture keeps pulling them back behind screens, leaving them with digital fatigue and a lack of real-world memories.
Insight
The creases and dirt on your shoes aren't flaws—they are beauty marks of your memories.
Idea
MAKE EVERY STEP COUNT.
The more you live in your shoes, the less impact they leave on the planet—and the more memories you collect along the way.
Fiktivt case. Cornelia Engholm
Event Activation: 2,100,000 to Zero
A synchronized, three-city launch event dedicated to connection and collective action. Guests are equipped with step-counters linked to a live, monumental screen counting down from 2,100,000—the milestone where a sneaker’s environmental impact is eliminated. Through dancing, walking, and creating memories together, the community physically drives the footprint down to zero in real-time
Campaign
When you buy a pair of Axel Arigato shoes, you get a digital step counter that counts down from 2.1 million, turning every step you take into a countdown to completely neutralize the production’s environmental debt—all while you collect new memories, stories, and experiences along the way.
TikTok Series:
POLISHED STORYS
Street-interview series driving the Make Every Step Count campaign. By opening up a premium shoeshine station on the streets, we physically extend the lifespan of our community's sneakers while capturing the raw, unscripted human stories behind every scuff and crease.